Vodafone Idea launches pay per view service in alliance with Hungama Digital Media Entertainment

Vodafone Idea (Vi) in alliance with Hungama Digital Media Entertainment has rolled out pay per view services on its apps – Vi Movies and TV app. Vi follows in line with other OTT platforms like Zee5, Eros Now, Book My Show which allow customers to watch the content at a cost.

Vi will be the first telco to launch pay per view, a shift from its the current offerings, that allow users to watch content at no extra cost as per their recharge or post-paid plans.

“With the opening of the economy and entertainment business, new content consumption models are emerging that allow users to watch single content for a specific price,” said Avneesh Khosla, chief marketing officer of Vi.

“Our innovative and partnership led content strategy has helped us adopt a telco-first approach for content monetisation in this hugely untapped market. We look forward to working with like-minded partners like Hungama Digital, to grow this segment,” he added.

By joining the Premium Video On Demand (PVOD) market, Vi will have a headstart access in a revenue stream that is still nascent in India.

“The PVOD market in India is very premature but promising, as Indian audience continues to be price conscious and choosy,” said the telco in its statement on Monday.

These changes come at a time when Vi is aiming to climb up the revenue ladder and get more customers onto higher plans.

The telco has average revenue per user (ARPU)- a key parameter of Rs 121 while rival Airtel and Jio posted ARPUs of Rs 166 and Rs 151 respectively.

“The PVOD models are changing in the new post pandemic era as consumers are looking at alternative options of entertainment in the comfort of their homes,” it added .

To get more 4G subscribers, the operator aims to fold up its 3G services by FY22 and will then be a telco that is mainly focussed on 4G.

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